GEEIQ
A platform to navigate the virtual world
Founded in 2018, GEEIQ is a London-based data platform and insights provider empowering some of the world’s biggest brands, including H&M, L’Oreal, and even Elton John, to navigate the metaverse and the wider virtual landscape.
During my time there the company was experiencing rapid growth, securing £6.6 million in a series A funding round, suggesting the demand for data intelligence in the evolving metaverse market is mounting.
As product designer I was tasked to manage the entire design function, working closely with the product manager to undertake user research and synthesise data, translating learnings into production ready designs.
Scope of work
/ Product design (UX/UI)
/ Design system
/ Visual Identity design
Date
2024
User interviews & personas
Seeking to improve the product was my first step as designer and the user had to be at the forefront. Through a series of interviews with our users which included our very own client services team who happened to be our power users, we gained valuable insights into the GEEIQ customer base.
As a result 5 distinct personas were identified, each representing a key customer segment. Their goals, frustrations, and tasks were well documented, helping us to identify distinct behaviours and patterns. This insight would be crucial in shaping GEEIQs product roadmap and the improvement or evolution of new features.
Screen analysis
In conjunction with the interviews and persona work, we wanted to explore the product in its current form. To do this we identified key user flows, conducting heuristic evaluations for the pages involved based on UX best practice.
This was particularly useful in identifying design deficiencies and highlighting opportunities for improvement.
Wire-framing
Opportunities identified in the previous research were brought to life in wireframes of key pages, as seen below for the home page and search page, annotated with detailed notes to justify the design decisions.
Design system
With a user-centred foundation firmly established, it allowed us the opportunity to revisit GEEQ’s design system and tailor according to the feedback we had received. A key theme to emerge from the research was the platforms lack of visual hierarchy, users often overlooking the most salient information.
With that, we carefully crafted UI elements to give them the level of affordance they required. A manifestation of the design process can be seen in the design proposal for a new homepage, A Figma prototype can be accessed by clicking on the image below
